Paula Scher is an American graphic designer born in 1948 in Washington D.C. She received a Bachelor of Fine Arts from Tyler School of Art and an honorary Doctor of Fine Arts from Corcoran College of Art & Design. As a partner at Pentagram, she has created identities for clients such as New York Ballet using a simple, clean, and innovative type style and Citibank using a creative, quick concept and modern sans serif typeface. Her identity for Tiffany & Co. was simple, professional, and classy using a serif typeface. Scher discusses using grids for order, unity, and rhythm versus breaking grids to provide better focus and navigation through design. Examples and a short film